SDCO

"We began working with Sydney Dance Company, one of Australia's leading dance centers, in 2005. As their design agency for five years our work included advertising, collateral, set design, annual reports, environmental graphics and their brand identity. In 2009 Sydney Dance Company welcomed a new artistic director Rafael Bonachela. We were asked to advertise the new season launch, paring back any superfluous design to visually communicate their fresh start. The focus shifted dramatically from last season's group shots of multiple dancers, elaborate costumes and graphic flourishes, to individual portraits of the dancers shot in black and white with minimal costumes. The dancers used their bodies to create strong shapes in a state of tension to express their individuality and passion. This minimal approach was reflected in the vertically rendered typography that mimics the shape of the human body and the use of negative space to further communicate tension."